Xiao Peng: Search engine marketing can actually go farther

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Point Stone Congress passed, the sentiment in the General Assembly is still more. This time I became a moderator from a regular speaker, and the change in roles allowed me to learn more about my business.

From this dialogue, although there are a lot of friends ask questions, but this time compared with the previous is very different, such as: Ask the most how from SEO, sem to make the company's profit, followed by the comparison of the details, such as internal and external links how to do, Again, the ranking situation and the action of being punished by the search engine.

Behind these problems, from a long-term point of view, more and more people realize that SEO/PPC is a tool for enterprises. Personal view: The Internet is actually an extension of traditional enterprises, this is no doubt, but the internet will change the traditional models and channels.

Here I summarize some of the questions and then talk about personal views:

1, Enterprise and SEO, PPC relationship:

There are 4 different types of Web sites that have been mentioned in the volume of traffic converted into transactions, and companies can get different results from different perspectives. But now it's more about how businesses generate profits.

SEO In fact can do for the enterprise is continuous subdivision, the enterprise to make products, services fine operation, is the continuous market segments. Make a long tail, and then slowly through the long tail effect of the butterfly effect, so that focus on the most important starting point of the enterprise. This is actually very easy to understand, the relevant key words using landing page, make good pages, get traffic, and then gathered on the prominent page, so that the natural access to external links and internal links, generate traffic, conversion into transactions or say effect. Of course, if the brand, SEO can do is, and constantly strengthen the brand value. Whether large or small sites get enough exposure, the brand effect is slowly. A long-term development of enterprises, in the future this will be a battleground.

PPC, which is paid marketing. The advantage of paid marketing is the rapid access to traffic, and continuous conversion to the trading or pv/brand value. The target is different and the technique used is different. PPC Master and low hand points, in addition to the key words to obtain, but also whether to use their established rules, good bid strategy, different periods of different methods, to maximize the benefits. In general, the ROI of PPC is better measured.

The relationship between SEO/PPC is a very strong complementarity, SEO can be seen as the foundation of corporate buildings, and PPC is the rapid accumulation of cement. SEO can be sustained and stable to bring members, sales, and PPC can open the door to greater wealth. Enterprises in different times need different means, different ways to get what should be. At the end of the day, if a business chooses the right approach at the right time, the business will grow and thrive quickly.

2, search engine marketing is not necessarily will have other effects to the good?

In fact, to solve this problem, or back to the question just now, what is the company like? How does the competitor do? How to solve the problem in the long run and occupy the commanding heights.

Search engine marketing in a certain period, may have other effects better, such as the initial stage of entrepreneurship, brand promotion of the early, late. But only these means are far from enough, why? Example: If a site has accumulated a large number of members, it can choose mail Marketing, DM marketing and so on. If the site has accumulated a large number of orders, sourcing, he can choose to affiliate marketing and other means. All roads lead to Rome, the search engine marketing as a means, and not this means will certainly bring the expected benefits.

3, search engine marketing, affiliated with the search engine, search engine changes will bring industry changes, in this case how to deal with:

Search engine change, is the inevitable result, because his user group is also constantly changing. The essence of dealing with all this is to return to the user's basic starting point, what users like, what users see. I remember a friend showed me a title of the wording, although very good, but is not the user wants the result, the search engine user prefers the simple direct expression what they want, is searches the fixed keywords, if does not have the good result to present, the user may take the direct question the way. For example, before doing a website or marketing, how many product managers or marketing managers to carefully read Baidu bar, how many forums to understand the user's benchmark needs. The essence of marketing is to hold the user's needs, to find the basic starting point, around the starting point to improve the means.

Google, Baidu, Yahoo and so on all the search engine engines, their ecological chain is not in the crawl itself or ranking rules, is constantly through the user's search, to develop new key words, this key word also represents the needs of users, then the business owners can seize these new words, Whether the launch of PPC, or SEO, to meet the needs of users. Once the user's needs are met, the dependence on the search engine is greater. So that the entire search engine this ecological chain continues to expand.

So, here, the change in search engines is just a change in user needs. A lot of focus on the search engine itself, the rules itself out of the search engine's original intention.

4, the site's internal links and external links to the practice:

From the 1th, some ideas are provided. Here is just a rough point of principle.

The so-called internal link, the 1th principle is to be prepared content, through the content of the mutual string, form a node. Like a spider's net, from a point can slowly read the whole network, and to complete such a net, need to organize good enough or can be presented content, so that users and search engines can be launched. Whether or not to retreat. But to do so, one of the biggest difficulty is whether it is related to the content of the organization, such as a theme of the following content can contain the topic of news, video, products and so on. So that users will have a greater interest, and search engines are crawling at the same time to get the topic you want to express, this problem, if used in professional terms, should be called link relevance.

The 2nd principle is the nature of the subject. In fact, the theme is that you must clearly tell the search engines and users, what I want to give you the focus. If the site is too flat, search engine can not tell who is the most you want to give the user at this moment, for example, you are in a website on every page of the mobile phone, clothes, house, and these content and no way related, not a particularly important, this page actually lost the theme. That means you lose focus on the page. Can not highlight your focus, this page users discard, search engines will also be discarded after crawling. This is not just a SEO,PPC page why there are landing page quality score, or the relevance of the argument, these are reminding you, the Web page needs to do.

5. Status of rankings and practices after being punished

Whether it is a large site, or an enterprise site, there must be a page after the ranking, the importance of ranking may be measured SEO or PPC ROI of the most direct one standard.

But the ranking is only a phenomenon, the impact of a large number of reasons. A lot of friends came up to ask: "How do I drop the rankings?" This problem is generally difficult to answer, the problem may be that you do not have a good place, or that your competitors than you. You know how to lose, why fall, why, this all stems from the understanding of the site and the understanding of competitors, has always been, the personal approach is to first the site all the data, including links, including servers and so on everything in mind, and then to competitors also analysis, so that horizontal comparison, And then with the search engine some of the principles of change, such a conclusion is based on, at least in the fall, you can use these means to quickly start.

By the search engine punishment, someone also told me that the point stone left a link will be K, which I do not understand, if you are a good station, why do you fear to be remembered? There are so many reasons to punish, back, to learn more about the official guide to the search engine itself, there are many detailed explanations. Even if you thought you didn't do anything, you might have done something before, just come out and get it back sooner or later. Is the body still afraid of the shadow oblique? To deal with, look back, if there is no search engine, you will do the station, the truth is obvious. Complaining is useless, and people who come up with solutions are the ones who really understand the essence.

These are some thoughts and direct understanding.

Search engine marketing or other marketing, in what circumstances with these techniques, how to use, how to combine, these are worth pondering the problem, search engine marketing, to go far, not only by their own innovation, but also rely on the flexible use of thinking, from other means where to avoid weaknesses, or even a combination.

Author: Lan Shang seo team-Lan Shang

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